256 Pages
by
Routledge
256 Pages
by
Routledge
256 Pages
by
Routledge
Also available as eBook on:
Advalue is organised into four sections, according to where the advertising effect is to be seen: * Company value effects * Business performance effects * Customer effects * Brand effects In addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'. The individual authors are leading experts in their fields... Read more
How advertising impacts on profitability; How advertising impacts on share price; Advertising and profitability: the long-term returns; How advertising affects shareholder value; How advertising drives sales and profit; How advertising impacts the sales process; How advertising motivates the workforce; How online advertising can produce measurable business effects; Advertising during a recession; How advertising affects customer loyalty; Role of advertising in the total communications mix; Tangible demonstrations of the advertising contribution; The advertising contribution to brand preference; How advertising affects brand value; Advertising & the long-term success of the premium brand; How advertising works for corporate brands; Advertising and the non-conventional brand.
Biography
Leslie Butterfield
